Top 10 things to consider before hiring a video production company.
Everybody wants a promo video for their site nowadays. Many companies make these videos themselves, some of them successfully, but there are a lot of terrible videos out there, and some of them were made by professionals! Taking the time to work out what you need makes the difference between profit and loss.
Make Your Promo Count
- What are you promoting? We’ve made hundreds of commercials and one thing I’ve learned is that, even if you use the best production company, if you have a bad product, it’s not going to fly.
- If you’re promoting yourself and your services, know exactly what you want people to hear about – why they should come to you, what you can offer, what your USP is (unique selling proposition).
- You are not necessarily your own best spokesperson. Some of the most eloquent people I know fall apart in front of a camera. When it comes to products, it’s best to show the benefits of that product rather than just talking about them. When it comes to services, the same applies. If you freeze in front of a camera, don’t go there.
- Know your market. There’s a world of difference between an eighty year old man and a teenage girl and the products they want. He may be looking for disposable underwear, while she is entering the wonderful world of women’s hygiene. So, who are you making your product or service for?
- Keep your promo short and sweet. Get to the point quickly for an audience that’s easily bored.
- Why are you looking for the cheapest production house rather than one that will do a good job for you? One of the most frustrating things for a production house worth its salt is watching really amateur promo’s, some of which are made by so-called professionals! Your business won’t move forward and these videos just look tacky.
- Know your budget (your realistic budget, not what you hope you can get away with). You don’t have to be Bill Gates to afford a promo and there are many ways to approach a project. You may only be able to afford a lighting cameraman and an editor but, if they know what they’re doing, you’ll end up with a good sales tool. On the other hand, if you want to jump out of a helicopter to show off your super duper parachute, you’re going to need a bigger wallet.
- Share your budget with your production house. Just as there will always be clients who want to get the best product for pennies, so there will always be people out there who want to make the most money for the least input. So clients ask for bids without giving a budget, and production houses writhe around in the dark, trying to work out what constraints they might face. This is not a good combination and leads to a lot of confusion. If you and your production house both know the budgetary constraints, it’s easier to find a satisfactory approach.
A few years ago, I was speaking to a young producer made a $10000 commercial for $2000. When the client wondered why there were no crane shots, the producer told him, “A crane is extra, you just paid for me, and me.”
- There’s a story inside every promo. Whether it’s the old man looking to avoid embarrassment or the young girl looking to do the same, human emotions are involved. Good agencies and production houses will be able to translate that story into a persuasive promotional video.
- Finally, you’ve probably heard the ‘two out of three catch phrase’ that is true for all creative collaborations, whether video or design. You can have it cheap and fast but not good; good and cheap but not fast; good and fast but not cheap. While there are the odd exceptions, this is a good rule of thumb and worth keeping in mind when hiring a video production company. Here is one of my favorite commercials that we made a few years ago for an orange juice company. Short, sweet and to the point. Enjoy. Please share if you found this useful.
Kathy is head of post production for Ideas At Work Video, a North Bay Production Company. copyright:ideasatworkvideo.com
